Development of a Digital Marketing and Product Promotion Platform

[GENERAL] Name and surname of main applicant

Biniyam Shiferaw

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Individual

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

12

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language

No

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

Create an accessible platform offering digital marketing services and strategies tailored to Ethiopian SMEs to increase their online presence and grow their customer base.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

Yes

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

We depend on local internet service providers to ensure the platform’s accessibility across Ethiopia.

[GENERAL] Will your project’s output/s be fully open source?

No

[GENERAL] Please provide here more information on the open source status of your project outputs

Although the platform will not be fully open-source, select tools and plugins developed will be made available to the public.

[METADATA] Horizons

Marketing

[SOLUTION] Please describe your proposed solution

Proposed Solution

The problem we are solving is the limited access to effective digital marketing and product promotion tools for small and medium-sized enterprises (SMEs) in Ethiopia. Many SMEs struggle to reach a broader online audience due to the high costs of digital marketing services and the lack of a centralized platform that offers tailored marketing solutions. This limits their business growth and access to potential customers, which is critical for economic development.

Approach and Reasoning:

Our approach is to develop a comprehensive digital marketing platform that specifically addresses the needs of Ethiopian SMEs. The platform will be easy to use, affordable, and equipped with tools such as campaign management, social media integration, and analytics. By offering all-in-one digital marketing services, we empower businesses to manage their campaigns in a more efficient and cost-effective manner. The platform will also offer educational resources on digital marketing strategies, which are crucial for small businesses with little experience in this domain.

We have chosen this approach because many SMEs have limited marketing expertise and cannot afford expensive marketing agencies. By providing an accessible platform that simplifies digital marketing, we enable them to grow their online presence and customer base.

Project Engagement:

The project will primarily engage SMEs in Ethiopia, especially those in retail, hospitality, and local services sectors. Additionally, digital marketers, content creators, and freelancers will benefit from the platform's tools and resources. We will also work closely with local business organizations and marketing agencies to ensure our platform meets the specific needs of the Ethiopian market.

Demonstrating and Proving Impact:

We will measure our impact through key performance indicators (KPIs) such as:

• Number of registered SMEs using the platform.
• Customer engagement metrics (reach, website traffic, conversions).
• Increase in sales or inquiries reported by SMEs using our platform.
• User feedback and platform reviews.
• Social media impact via integrated analytics.

By tracking these KPIs, we can continuously improve the platform to meet users' needs and demonstrate measurable growth in their digital marketing efforts.

Uniqueness and Importance to Cardano:

Our solution is unique because it focuses on Ethiopian SMEs, offering a tailored, localized platform with affordable services. Most existing digital marketing tools are either too generic or too costly for small businesses in developing economies like Ethiopia. This platform will make it easier for Ethiopian businesses to engage with digital marketing in ways they never could before.

This project also benefits the Cardano ecosystem by providing an entry point for blockchain integration into digital marketing services. Our platform will explore using blockchain for secure data management and transparency in marketing analytics, which aligns with Cardano’s mission of creating a more open and decentralized economy.

[IMPACT] Please define the positive impact your project will have on the wider Cardano community

The platform will create a positive impact by facilitating growth opportunities for SMEs, thus strengthening the Ethiopian business sector and economy. The increase in users can boost the adoption of Cardano’s blockchain technology in marketing analytics and customer data management.

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

I have extensive experience in marketing and digital tools, having led digital marketing initiatives for over two years. Our team has worked on similar projects and will ensure the platform's development using proven frameworks and marketing strategies. Feasibility will be validated through customer feedback during beta testing.

[PROJECT MILESTONES] What are the key milestones you need to achieve in order to complete your project successfully?

Milestone 1: Platform Design and Prototype Development

• Timeline: Month 2
• Key Deliverables:
• Finalize the platform’s architecture, wireframes, and user interface design.
• Build a prototype showcasing the core features of the platform (campaign management, social media integration, and analytics).
• Acceptance Criteria:
• Approval of platform design by stakeholders.
• Prototype tested and reviewed for usability.

Timeline: Month 4-6

Key Deliverables:

• Develop the platform’s backend, integrating campaign management tools and analytics functionality.
• Ensure the platform supports essential features such as user registration, social media integration, and reporting.

Acceptance Criteria:

• Functional backend system with core features tested and operational.
• Successful data integration with external marketing platforms (e.g., Facebook, Instagram).

Timeline: Month 8-10

Key Deliverables:

• Launch the platform's beta version, targeting a select group of SMEs for testing.
• Collect and analyze user feedback to identify improvements and finalize the platform.

Acceptance Criteria:

• At least 50 SMEs registered for beta testing.
• Positive feedback and bug fixes were implemented based on user suggestions.

Timeline: Month 12

Key Deliverables:

• Official public launch of the platform.
• Execute a marketing campaign to onboard 200+ SMEs within the first month post-launch.

Acceptance Criteria:

• 200 SMEs onboarded and actively using the platform within one month of launch.
• Successful launch marketing campaign with measurable engagement.

timeline: Month 11 (End of Project)

Key Deliverables:

• Prepare a comprehensive project close-out report outlining the project’s impact, KPIs, user feedback, and financial summary.
• Create a video summarizing the project’s journey, key achievements, and lessons learned.

Acceptance Criteria:

• Report and video submitted and approved by stakeholders.
• Evaluation metrics confirm project success, including user adoption and business growth for SMEs.

Final Milestone: Project Close-out Report and Video

• Timeline: Month 12 (End of Project)
• Key Deliverables:
• Prepare a comprehensive project close-out report outlining the project’s impact, KPIs, user feedback, and financial summary.
• Create a video summarizing the project’s journey, key achievements, and lessons learned.
• Acceptance Criteria:
• Report and video submitted and approved by stakeholders.
• Evaluation metrics confirm project success, including user adoption and business growth for SMEs.

These milestones will guide the successful delivery of the project while ensuring transparency and measurable outcomes at each stage.

[RESOURCES] Who is in the project team and what are their roles?

Binyam Shferaw – Project Lead and Marketing Strategist

Zekarias Shimeles – Technical Developer

Solomon Mengesha – UI/UX Designer

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources

Platform Development: 25,000 ADA

Marketing and Promotions: 10,000 ADA

Staff and Team Salaries: 10,000 ADA

Miscellaneous Costs: 5,000 ADA

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

Our platform represents value for money as it offers affordable and accessible digital marketing services to SMEs in Ethiopia. The expected impact on economic growth and SME success justifies the investment, while contributing to increased adoption of blockchain solutions.